Haier was founded in 1984 and developed in the waves and tides of the reform and open-up. Over 28 years, having always aimed to create value for users, and by pioneering work and innovation, Haier has entered the fifth development stage, namely Networking Strategy. Currently, Haier ranks the first among the brands of white goods all over the world.
Haier’s vision and mission is to be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life. Relying on the persistent innovative pursuit and by constructing the ZZJYT featured by Win-win Model of Individual-Goal Combination, it has become the rule formulator and leader of the global white goods industry, the model of switching from manufacturing industry to service business, and the front runner of combination of global cyberspace and real network and zero distance to users, so as to create a world brand.
“Haier Doctrine” is innovation and its meaning is constructing the mechanism and platform for cultivating first class talents to continuously create value for customers, thus forming the win-win culture of individual-goal combination; at the same time, Haier adheres to its philosophy that “Successful enterprises move with the times”and devotes to creating an evergreen enterprise full of vitality. The lifespan of an enterprise depends on a proper value which is the strategic basis and the basis to resist temptation of an enterprise.
Haier's Core Value:
Rights and Wrongs – Users are always right while we need to constantly improve ourselves.
Development Concept – Entrepreneurship and innovation spirits
Interests Concept – Win-win Mode of Individual-Goal Combination
Rights and Wrongs Sense of “Users Are Always Right, While We Need to Improve Ourselves” Is the Driving Force for Haier to Create Values for Users.
According to Haier’s employees, users are always right; therefore, they not only try their best to meet users’ requirements, but also create various choices for users; Haier’s employees think that they need to constantly improve themselves because only in this way can they constantly deny, challenge and transcend themselves to realize achievement by establishing innovation out of change.
The two form the inherent genetic characteristics of Haier’s sustainable development: Remain in case of world changes and keep in pace with the social development.
Besides the two spirits (entrepreneurship and innovation spirits) of Haier employees, the gene helps Haier to form the core capacity characteristics to maintain competitive advantage in the changeable market: The more drastic the world changes, the faster the speed of users’ variation; thus the more permanent the inheritance will be.
Two Spirits (entrepreneurship and innovation spirits) Is the Gene for Haier’s Unchangeable Culture.
Haier’s unchangeable concept gene not only guides every employee’s development, but also restrains their value. The concept gene of “Customers are always right while we need to constantly improve ourselves” demands that each employee should have the two spirits of entrepreneurship and innovation.
The spirit of doing pioneering work is entrepreneurship; Haier encourages each employee to have entrepreneurship; change from being managed into independent management and becomes the CEO of their own.
The essence of innovation is to create new value. And the creation of new value originates from creating new users.
The Interest Concept of Win-win Mode of Individual-Goal Combination Provides Guarantee for Haier’s Sustainable Development
Haier concerns the interests of all stakeholders including employees, users, and stockholders. In the Internet era, only the organizations composed of Haier, users, and shareholders become many COIs. In order to fulfill this objective, Haier constantly creates business model innovations, thus gradually forms and perfects Win-win Model of Individual-Goal Combination full of Haier characteristics, “Individual” refers to the employees with two spirits of entrepreneurship and innovation; “Goal” is users’ value. Each employee creates value for users in different ZZJYT to fulfill their own values. As a result, the value of the enterprise and stockholders are naturally fulfilled.
Each employee establishes a goal with users by joining ZZJYT and signing a contract with users from being managed to independent management and from being operated to independent operation, which is to release humanity to the largest extent.
The ZZJYT featured by Win-win Mode of Individual-Goal Combination provides resources and mechanism guarantee for each employee to carry our two spirits of entrepreneurship and innovation and makes each employee actively and independently create innovations to realize achievement by establishing changeability in changeability.